Why not tell the truth, straight up?

Principal Consultant , David Allison Inc.
  • Sep. 7, 2011

Part of my morning routine involves a cup of fresh coffee and Seth Godin’s blog. I look forward to his words of wisdom each morning – even more so, when they back up my own beliefs; who doesn’t love affirmation?

Take for example, this Thursday bonuses post. Love this. The post looks at two different signs – one from Massachusetts – motor vehicle registry and one from a corn stand in New York – to make the point that being straight up, honest and transparent is always the best approach. (No surprise really that it was the corn farmer whose sign wasn’t filled with meaningless words and double-talk.)

It all comes down to selling the truth – a philosophy that my company lives by and what I try and get my clients to do everyday. And it feels good to know we’re bang on.

It’s a simple idea — one that is easy to explain and scale. Seth’s blog does a great job of that. But those simple steps can certainly add up to a complex web, especially in real estate development. The truth certainly varies from one real estate offering to the next.

So, keeping Seth’s two sign examples in mind, here is a loose of framework of four categories of truth. First, put yourself in the shoes of a prospect. Then, answer the questions and add more of your own to help you uncover the raw material around your real estate development that you’ll need to help you start selling the truth.

Category 1 – The Mental Truth
Sample Questions to ask yourself:
Is this home good value for money?
What are the taxes? Are they likely to go up?
What are population trends and census data pointing to?

Category 2 – The Physical Truth
Sample Questions to ask yourself:
Will my furniture fit in the floor plan?
Are hallways minimized?
Are light switches in logical places?

Category 3 – The Emotional Truth
Sample Questions to ask yourself:
Is there sunshine?
Will I get to know local shopkeepers?
Will my parents think I did the right thing?

Category 4 – The Spiritual Truth
Sample Questions to ask yourself:
Can I see myself living here for a long time?
Will this place make me feel better about myself and my life?

The answers to these kinds of questions will help you to develop interesting factual content that your prospects will want to engage with and respect. And that’s the truth.



David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

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David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more




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